Choosing The Right Landing Page Content Objects

Now that you have identified your goals and objectives, you are ready to start creating the landing page.

I like to initiate the design process with a content object brainstorming session. Where I think about and write down all the objects that will help support my primary goal and drive conversion.

What Are Content Objects?

Content objects are individual elements that make up a page. On a landing page, they are the page objects that are essential in driving conversion or action.

Example lead generation content objects you SHOULD use:

Headline

Call to Action

Logo

Imagery

Phone Number

Web Form

Privacy information

Supporting Message

What content objects do you need on the page to achieve your goals and objectives? You’ll notice that some landing pages contain content objects that don’t support the goals and objectives. Take a second and do a search on Google, click on a few ads, and try to determine the primary goal of their landing page. Look at the content objects on the page and see how they do and do not support the goal.

Example lead generation content objects you SHOULD NOT use:

Navigation Links to Other Pages

Excessive Form Options

Excessive Text

Excessive Pictures

While these should not be used on a lead generation landing page, they are used on a blog posts.

NOTE: Make sure you consider the content objects you will need for a mobile and desktop landing page. Many times, the content objects you determine for desktop computers will be different than mobile devices. Both should have a set of essential content objects needed to achieve conversion. Think about consumer behavior on mobile and the content objects needed to convert on mobile devices.

Mark Baldwin is the Digital Services Manager at Valpak in St. Petersburg, FL. He received his Bachelor of Science degree in Internet Marketing from Full Sail University and holds certifications in Google AdWords and Google Analytics. He’s an award winning web designer who started coding in 1999 and is passionate about all things tech and digital. Mark works on the digital product team managing the development of our advertiser reporting platform, Website Design, SEM, SEO and Social Media Services.

About me

Mark is an award-winning web usability/interface designer with over 13 years of design experience. He has managed over $8.7 Million in ad spend and generated thousands of leads. Mark received his Bachelor of Science degree in Internet Marketing from Full Sail University along with certifications in Google AdWords and Google Analytics.